When you get traffic from traffic sources like Add Words or Facebook CPM or use any other ad network for your digital advertising such as banner advertising, popunders, in app video ads or any type of online, visually-based ad, and Targeting Users Of Browser Apple Mail you can use the CPM, CPV (cost per view), EPV (earnings per view) and CTR (click through rate) numbers to figure out if you are getting a decent CPC. CPC is easy to calculate: If you spend $1 to get 1,000 impressions ($1 CPM) and you get 10 clicks (effective 1 percent CTR), then you paid $1 CPM and received a $0.10 CPC.
The Top Ad Networks allow you using dynamic URL tags. These are special tokens you can use in the URL field when buying traffic and creating a CPM marketing campaign that will be replaced with the actual information e.g. Targeting Users Of Browser ‘Apple Mail’ during the adserving process. Instead of Targeting Users Of Browser there could be any other token from this list below or even a combination of various tokens:
- [ISPID] – ID of ISP of visitor,
- [ISPNAME] – Name of ISP of visitor,
- [COUNTRY] – country of the visitor.
- [BID] – CPM price of the impression.
- [SCREENRESOLUTION] – Detected screen resolution of the visitor,
- [OSNAME] – Operating System name, for example Windows 8.1,
- [BROWSERNAME] – Browser name, for example Firefox 32,
- [DEVICENAME] – Name of the device that visitor uses to browse the Internet, for example Apple iPhone,
- [OSID] – ID of Operating System (for future use),
- [BROWSERID] – ID of Browser (for future use),
- [DEVICEID] – ID of Device (for future use),
- [IP] – IP address of the visitor (used for XML feeds).
For example, if you buy traffic from a lead source or an advertising network and drive that traffic to http://www.yourlandingpage.com/track.php?countryid=[COUNTRYID] these platforms will normally change the token into actual value. Here’s a populated link just as an example: http://www.yourlandingpage.com/track.php?Targeting Users Of Browser ID=Apple Mail .
Later you can use Website targeting option to block and blacklist under-performing websites and/or you can create campaigns targeted towards the best performing whitelisted ones.
You may also arrange rules using these tokens in your tracking system. E.g.: If Targeting Users Of Browser equals Apple Mail then redirect to some other page. Off page cloaking is one of the main reasons to apply such rules.
Display ad networks will also provide Smart CPM – a bid system that helps you to reach more traffic within the same Max Bid by realtime monitoring of bidding market and your bidding position and adjusting bidding parameters for each auction.
Select CPM Campaign Goals And KPIs
Affiliate marketers, advertising agencies and other advertisers are falling in love with Pay Per View (PPV) advertising. They were once thoroughly committed to Pay Per Click (PPC) options, but they're now discovering that a better relationship may be waiting for them with PPV companies.
There are many reasons for this new found appreciation. Let's outline two of the biggest factors.
First, PPV allows marketers to link directly to affiliate offers. Most of the PPC options out there--and almost all of those capable of generating any substantial traffic--are very restrictive in that respect. If you want to see your Google Add Words account suspended, just try to direct link to a ClickBank offer, for instance.
PPV companies don't mind direct linking. They'll allow you to put that affiliate offer in front of visitors without an intermediary landing page. If you want to direct link, that's your business.
You can uncover the URLs that get ideal traffic for your offers and bid on them, giving you a chance to deal with the right people at the right time.
Those are just two of the reasons why many affiliates are becoming more active in the realm of PPV advertising. The less restrictive environment that allows direct linking and the opportunity to uncover highly targeted streams of traffic makes it a hard option to ignore.
When to use CPM Ads
Many online advertisers focus on context-based targeting: beauty ads on beauty sites, sporting goods ads on sports sites, tax software ads on finance sites,
...and so on.
By using contextual targeting, advertisers increase the probability that their ads will reach people who are in the market for their products. Contextual targeting can be very specific; for example, the large Google content network allows coffee ads to appear on Web pages where coffee is being discussed. This type of targeting is ideal for placing particular executions in a campaign. For instance, an ad underlining a brand’s fair-trade credentials could be shown on pages where both “coffee” and “fair trade” appear. Combining such text-focused targeting with placement on specific sites is also possible, though the contextual approach is often particularly appropriate when you’re more concerned about the mindset of the Web user than with the particular site you’re on. There are some obvious trade-offs associated with being in context. Ads that appear in context are often competing with other ads in the same category on the same page. Ads that are out of context may stand out better, but the downside is that they may reach the wrong people, or the right people in the wrong mindset.
We recommend using a research-based planning tool to identify the types of Web sites that provide the most appropriate contexts for your category.